are you listening to your customers? engage customers like never before
Post on 21-Sep-2014
620 views
DESCRIPTION
Social Media channels offer marketers a rich opportunity to really engage their customers like never before. Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny. This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.TRANSCRIPT
ARE YOU LISTENING TO YOUR CUSTOMERS?
Content Strategy and Marketing Conference Nicholas Kontopoulos Senior Global Marketing Director, Global CRM Product Marketing SAP November, 2013
ENGAGE CUSTOMERS LIKE NEVER BEFORE
A LITTLE BIT MORE ABOUT ME… AND WHAT MAKES ME TICK.
@Nicholask71
@Nicholask71
PASSIONATE ABOUT MY CUSTOMERS.
MY OBJECTIVE TODAY IS TO…
THROW SOME ‘MIND GRENADES’
FIRE-UP YOUR BRAIN JUICES
THE IMPACT DIGITAL CUSTOMERS ARE HAVING ON YOUR ENTERPRISE
POWER TO THE PEOPLE “… and the Left Wing talk about giving the power to the people… you know…anybody knows that the people have the power. All we need to do is awaken the power in the people. People are unaware, it’s like they’re not educated to realise that they have the power.”
– John Lennon, 1969
29% of Americans say their phone is the first and last thing they look at every day. PEOPLE ARE ALWAYS CONNECTED.
SOURCE: QUILCOMM
The mega trend of the 21st century is the EMPOWERMENT of people via connected mobile devices.
- Mary Meeker
50% of consumers will use 2 or more devices in their purchase process. SITES MUST BE MOBILE-FRIENDLY.
AT LEAST
SOURCE: IBM
ONE HALF of all local searches are conducted on mobile. PEOPLE SEARCH WHILE ON THE MOVE.
SOURCE: MICROSOFT
PEOPLE USE APPS THAT ENHANCE THEIR LIVES.
82B apps will be downloaded worldwide
in 2013
82 BILLION
SOURCE: PORTO RESEARCH
More than 1.5M apps are
available in the Apple App Store
and Google Play
1.5 MILLION
MORE THAN
SOURCE: NEW ROLIO
40%
40% of marketers are
planning to develop a
mobile app in the next year
SOURCE: AERICON
Of the apps downloaded, 1
in 4 are abandoned
after the initial use
SOURCE: NEW ROLIO
that purchased as a result of a marketing
message on their smartphone, did so on the device itself.
1/2 MORE THAN
SOURCE: MAPDOM
82% APPS
18%
82% of mobile media
consumption time is within apps.
MOBILE BROWSERS
SOURCE: NIELSEN
BY 2018, MORE APP REVENUE WILL COME FROM TABLETS THAN SMARTPHONES.
SOURCE: NIELSEN
OF THOSE
We as consumers are living in a 24/7 DIGITAL WORLD. And our message to brands is that if you’re not focused on that, you’re missing out, you’re going to be left behind.
- Neal Mohan, VP Display Advertising Google
SCREENAGERS THEY ARE NEVER FAR FROM A SCREEN. AND A SCREEN IS NEVER FAR FROM THEM IT SEEMS.
YouTube reaches more US adults ages 18 – 34 than any cable network.
SOURCE: NIELSEN
70%
of YouTube traffic comes from outside the US.
SOURCE: YOUTUBE
EVANTUBE HD ENGAGING THE BUYERS OF TOMORROW
85% of users say social networks help them decide what to purchase.
SOURCE: IBM
93% of marketers are using social media for business.
SOURCE: BUSINESS INSIDER
2 NEW USERS
join Facebook every second.
SOURCE: PEW RESEARCH
62% of people are more likely to engage with brands that integrate social media content into their owned properties.
SOURCE: MASS RELEVANCE
This is the dawn of Generation C. Where "C" represents a connected society based on interests and behavior. Gen C is not an age group – ITS A WAY OF LIFE.
- Brian Solis
Mobility Rich Content Social Apps
WE LIVE IN A WORLD OF DIGITAL IMMERSION
IN ASIA PACIFIC, 59% OF CONSUMERS COMMENT ABOUT BRANDS ONLINE.
THIS CHANGES THE RULE FOR MARKETERS.
COMPANIES ARE STRUGGLING TO BREAKTHROUGH & ENGAGE THEIR CUSTOMERS.
19TH CENTURY ENGAGEMENT
Sales & Marketing Funnel
Awareness
Interest
Desire
Action
SHARE RESEARCH
SHOP
PURCHASE TRIGGER EVENT
COMPARE
CUSTOMERS REQUIRE A NEW 21ST CENTURY ENGAGEMENT MODEL DRIVEN BY SOCIAL
CUSTOMERS ARE NOW IN CHARGE
A PARADIGM SHIFT HAS OCCURRED!
57% of the buying process is completed before a first interaction with sales.
SOURCE: CORPORATE EXECUTIVE BOARD
86% of customers are willing to pay more for a better customer experience.
SOURCE: AMERICAN EXPRESS GLOBAL CUSTOMER BAROMETER
DIGITAL DARWINISM: When technology and society evolve faster than the ability for companies to adapt.
- Brian Solis
Confidential © 2011 SAP AG. All rights reserved. Page 34
ENTERPRISES ARE STRUGGLING WITH SOCIAL MEDIA CHANNELS
VOLUME
VELOCITY
VARIETY
COMPANIES SOCIAL STRATEGIES ARE MISALIGNED THE EVOLUTION OF THE SOCIAL BUSINESS
Only 34% of businesses feel that their social strategy is connected
to business outcomes.
34%
Just 28% of companies studied feel that they have a holistic approach to social media, where lines of business and business functions work together
under a common vision.
28%
Only half said that top executives were “informed,
engaged and aligned with their companies’ social strategy."
50%
SOURCE: ALTIMETER GROUP
- Doug Kessler, Velocity Partners
Traditional marketing talks at people. Content marketing talks WITH them.
CREATING IT IS EASY, OR IS IT
CONTENT MARKETING
Let’s define what CONTENT is.
The definition has five components:
– The Word Factory
Content is the presentation of information for a purpose to an audience through a channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM
CONTENT MARKETING: Create SOCIAL OBJECTS.
The Social Object, in a nutshell, is the reason two people are talking to each other, as opposed to talking to somebody else.
– Hugh Macleod
CONTENT MARKETING: Create SOCIAL OBJECTS.
– Kyle Mathews
Social objects bind us together. The more important a social object is to us, the stronger it'll bind us to others who also hold that social object”…”we change our behavior because of social objects.
- Ann Handley
Make the customer the HERO of your story.
LISTEN.
- Jonathan Midenhall
Amazing things happen when you LISTEN to the consumer.
DO YOU REALLY LIKE ME?
© 2011 SAP AG. All rights reserved. 45
What? What are people talking about?
When? When did they talk about it?
Where? Where do these conversations occur?
Who? Who is talking?
Why? Why are they talking about it?
LISTEN TO THE MILLIONS OF PUBLIC CONVERSATIONS
5Ws of Social Intelligence Harnessing the Small Data
UNDERSTAND THE CONTEXT OF THESE CONVERSATIONS
WHAT ARE THEY THINKING ABOUT? MIND OF THE CONSUMER
“How do I buy”?
“That’s a interesting new product”
“Who else makes one of these?”
“Cool commercial”
“I cant get this to work” “This is a really cool feature”
“It would be cool if product x could do this”
“Maybe I should consider brand x?”
“I really value the opinion of tastemaker x”
“I wish companies would care more about…?
“I wonder what my friends think of this product?”
“I need something new”
© 2011 SAP AG. All rights reserved. 47
HOW DO PEOPLE FEEL? Is overall sentiment positive, negative, or neutral?
What’s the net sentiment? How passionate are our customers? What is the share of buzz compared to our competitors?
I want one…
It hurts my eyes!
Poor battery life…
Lack of hot games…
The real issue is making sense of big data and finding patterns in it that help organizations make better business decisions.
SMALL DATA
SOURCE: GARTNER
© 2011 SAP AG. All rights reserved. 49
I want one…
Poor battery life…
DERIVING SENTIMENT FROM SOCIAL MEDIA IN REAL-TIME Natural Language Processing Engine
It hurts my eyes!
Lack of hot games…
NLP engine filters and determines emotions (like, dislike), behaviors (want, buy, return), intensity and net sentiment.
68% of companies do not have a stated Business Intelligence/Analytics strategy. SOURCE: IDC
BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS • What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?
- Jay Baer, YOUTILITY
Social is the gasoline that fuels content.
CUSTOMER CASE STUDY
OBJECTIVE Take on larger rivals by providing a delightful social media experience SOLUTION SAP Cloud for Social Engagement BENEFITS Meet increasing demand for social media customer service channel without scaling team. Reduced churn.
“OUR ROI IN DOLLARS IS DEFINITELY IN THE MILLIONS. Depending on the scale of your operation and your programs, the ROI is at least ten million dollars in opportunity.”
Krissy Espindola Director, Knowledge Management
& Social Customer Support
AT A GLANCE
SOCIAL CUSTOMER ENGAGEMENT
SINGAPORE GRAND PRIX 2013 SHARE OF MENTIONS AROUND THE WORLD
6,323 POSTS
6,979 MENTIONS
11,019,985 VIEWS
91% people think POSITIVELY
about Singapore F1 this year
12% (IND) 20% (SG)
15% (UK)
12% (ITA)
10% (USA)
JUN
JUL
AUG
SEP
Jun 6 News: Justin Bieber to perform at Singapore F1
Jul 2 News: BIGBANG to perform at Singapore F1
Approaching the race date
Social Media Trends
SINGAPORE GRAND PRIX 2013 WHAT ARE PEOPLE TALKING ABOUT?
Social Media Trends
Top 100 Topics
SINGAPORE GRAND PRIX 2013 TOP 10 DRIVERS ON SOCIAL MEDIA
Social Media Trends
41
51
66
70
109
119
298
338
604
688
42
56
68
101
129
144
353
445
808
814
Fernando Alonso - Ferrari
Sebastian Vettel - Red Bull
Lewis Hamilton - Mercedes
Kimi Raikkonen - Lotus
Mark Webber - Red Bull
Nico Rosberg - Mercedes
Felipe Massa - Ferrari
Romain Grosjean - Lotus
Jenson Button - McLaren
Paul di Resta - Force India
85
94
67
61
85
56
52
95
67
67
(%) MENTIONS POSTS
SINGAPORE GRAND PRIX 2013 WHICH TEAM?
Social Media Trends
745
612
372
367
349
173
126 111
97 71
MENTIONS
71%
89%
59%
80%
69%
SAUBER F1 TEAM
SAP CASE STUDIES
We've made big bet on social at SAP. We infuse social in everything we do, from how we decide what solutions to build, to how we market/sell them
- Jonathan Becker, SAP CMO
@ SAP
DIGITAL, SOCIAL AND COMMUNITIES
What’s Important in 2013 AND BEYOND? Five Pillars of Marketing Transformation
2. HUMANIZE THE SAP BRAND
5. TIGHTEN LINKS TO THE BUSINESS
4. DEVELOP “PULL” MARKETING
3. INVEST IN PEOPLE
1. SIMPLIFY MARKETING
Humanizing the Brand
SAP has quietly built a B2B social media juggernaut.
- Drew Neisser, Fast Company
50M+ VISITORS IN 2012
70 COUNTRIES
40 LANGUAGES
590,000 ONLINE LEADS
SAP is a community superstar and one of the HIGHEST-SCORING brands.
- Comblu, State of Online Branded Communities
Community Network
2 million unique visitors each month
700+ community moderators
46% net promoter score (NPS)
400+ SCN topic spaces
750 blogs per month
230+ countries & territories
12 million SCN newsletters delivered in 2012
155 million page views in 2012
30,000 contributors in 2012
3,000+ Posts a day
• COMMUNITIES
• BLOGS
• SOCIAL MEDIA CHANNELS
• MOBILE
SOCIAL LISTENING @ SAP ENGAGING TODAY’S DIGITAL NATIVES
SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS
SOCIAL LISTENING @ SAP HARNESSING THE COLLECTIVE GENIUS
277% more effective for lead generation than Facebook and Twitter.
SOURCE: TOP DOG SOCIAL MEDIA
LinkedIn is
KEY TAKEAWAYS
Social media is about SOCIOLOGY and PSYCHOLOGY more than technology.
- Brian Solis
Adapt or Die
Five pillars for creating great CONTENT
The definition has five components:
– The Word Factory
Content is the presentation of information for a purpose to an audience through a channel in a form
What is the idea you are sending out?
Why are we doing this?
Who is our intended consumer for this content?
How will we get our content to our audience?
How will our communication be rendered in its final form?
INFORMATION
PURPOSE
AUDIENCE
CHANNEL
FORM
LISTEN.
BUILD A DIGITAL SOCIAL LISTENING POST CHANNELING SOCIAL MEDIA CREATE A PLACE FOR DECISION MAKING WITH ALL PERTINENT DATA AT YOUR FINGERTIPS • What crises are emerging?
• How are my in-flight campaigns?
• Is my social sentiment tracking w/ sales?
• Do we need to engage with them?
You’ve got to start with the CUSTOMER EXPERIENCE and work back toward the technology.
- Steve Jobs
about.me/nicholask71
Feel free to connect with me at : [email protected]
#nicholask71
http://sg.linkedin.com/in/nicholaskontopoulos
© 2013 SAP AG. All rights reserved.
THANK YOU!